Báo cáo giữa kỳ môn Marketing Management Casestudy Grouppon

Báo cáo giữa kỳ môn Marketing Management Casestudy Groupon Introduction about Groupon. The role of an understanding of consumer behavior in helping Groupon grow from 400 subscibers in Chicago in 2008 to 60 million subscribers in 40 countries today. Groupon promise. The influence of Groupons promise on a consumers perceived risk and cognitive dissonance. Fivestage purchase decision process for a typical Groupon user.

MID-TERM

PRESENTATIO

N

GROUP

Tran Thi Que Chi Nguyen Thanh Truc Nguyen Hong Phuc Dang Quoc Binh

LECTURER: LE HONG DAC

GROUPON

Introduction about

Groupon.

CONTEN

T

Challenge that Groupon faces in the future The actions that I would recommend to tackle each challenge.

The possible psychological and sociological flunce on the Groupon consumer purchase decision process.

Five-stage purchase decision process for a

typical Groupon user.

Groupon promise The influence of Groupon's promise

on a consumer's perceived risk and cognitive

dissonance.

The role of an understanding of consumer behavior in helping Groupon grow from 400 subscibers in Chicago

in 2008 to 60 million subscribers in 40 countries today

What's about Groupon?

The concept

of Groupon

has been

around since

1998

Shopping network,

advertising and

promotions, buyers

can get up to 90%

discount as long as

there are enough

people buying this

product with them

Groupon is a combination

of Group and Coupon Available in more

than 150 markets

in North America,

100 markets in Europe, Asia and South America

11/2008, Groupon was founded by Andrew Mason

Mode of Operation

Seek profit by

connecting

supply and

demand side

Search for service providers to post to their websites

The product is anything legal that users are interested in

Much cheaper than the

market, lower from 10% to 90%

s

All 3 parties will benefit

Buy and pay

online

conveniently

Attract a large number of customers but

at a low cost

Have a chance to release inventory in

a short time

Easily collect customer information and their reviews about the product

es

The business model is easy to copy, so

there are many competitors

Is an opportunity for "bad companies" to take advantage of low-quality sales but

can still promote as other reputable

companies.

Groupon's Development

19/04/2010,

Groupon's value

reached a record

of 1.35 billion

USD

In 2017, revenue reached $ 2.84

billion

In the first 9 months

of 2012, Groupon's revenue was $ 850

million

By the end of the second quarter of 2011, Groupon had 115.7 million registered users and 23 million people used the purchase service

Groupon focuses on the

psychology of customers'

prices, so the hot-deals

offered by Groupon can help

customers buy products at

preferential prices

The role of an understanding of consumer behavior in helping Groupon grow from 400 subscribers in Chicago in 2008 to 60 million

subscribers in 40 countries today

1

5 4

3 2

Because through Groupon, you can buy a lot of items and also have essential goods, daily use in life The crowd effect helps

customers feel more secure and Groupon has more customers

Products through Groupon are products

of selected quality that make customers feel more secure

Partners will sell, interact

with many people in many

places

When customers are not satisfied with the product, customers can contact Groupon to

exchange and not the supplier

Groupon's Promise

B2B

Groupon brings

together small buyers

into larger buyers and

receives 3 - 10% of the

profits from suppliers

Groupon will slow down the process of getting the product to the buyer and the money it will deliver will also be delayed

The influence of Groupon's promise on a

consumer's perceived risk and cognitive

dissonance.

Groupon may increase or decrease the price of products that disrupt the market.

Customers receive conflicting customer reviews with inherent beliefs.

Customers will feel a sense of inadequacy when they receive a product that is below their

expectation.

Stage 1: Needs of

Consumer

Groupon creates

opportunities for

consumers to do things

they've never done

before.

Five-stage purchase decision process for a typical Groupon user.

Stage 2:

Information Search

Consumers search for product information through friends, family,

or previous purchasing

experiences.

Stage 3: Alternative product evaluation stage

Consumers often pay more attention to the price of the product than other factors.

Stage 4:

Purchase decision

Consumers will make decisions about whether to buy

or not.

Stage 5: Factors

influence Groupon

user's purchase

behavior

The typical Groupon user

is an 18 - 34 years old

woman with an average

income of about 70.000$.

Five-stage purchase decision process for a typical Groupon user.

The possible psychological and

sociological influence on the Groupon

consumer purchase decision process.

Psychological:

- Perception

- Trust

- Personality

- Websites aesthetics

Sociological:

- Reference group

- Family

- Social roles and statuses

- Especially, WOM (Word of Mouth)

Related to use of coupons

Managing Groupon growth

Extraordinary level of competition

Groupon's

Challenge

1 Related to use of

coupons

- Frequent discounting could discourage customers from ever making purchases without a discount

- Groupon promotions are not profitable for nearly 1/3

of small enterprise

- Promotions that affect brand equity and not really lasting effect for the business

2 Managing Groupon

growth

- Groupon expanded all around the world by acquiring local daily deal services

- Develop a comprehensive understanding of the

deffrrences in international buying behavior

3 Extraordinary level of

competition

Daily deal technology is not very sophisticated and the model is easy to copy

Challenge Solutions

- Branding

- Build relationships with customers and suppliers

- Payment and using safe electronic wallet

- Groupon Now

Any questions?